Binder | Tech Startup | Visual Identity & Logo

CLIENT BRIEF

The scope of the project

The client. Binder is a tech startup on a mission to revolutionize professional networking. Founders Beatrice Mula and Daniele D’Amico describe it like “Tinder but for business,” as their purpose is to empower authentic connections.

The brief. The visual identity for Binder must balance professionalism and approachability. It needs to feel trustworthy yet full of personality, versatile enough for a wide audience, and bold enough to embody innovation. At its core, it has to reflect a sense of serendipity—the belief that a single connection could open unexpected doors.

Keywords

Serendipity

Boldness

Approachability

Trustworthy

Innovation

Professionalism

THE PROCESS

From drafting to refining

To clear out the “bad ideas,” I start with my sketchbook, drafting concepts to explore. One idea stands out: a curl, symbolizing life’s path with its twists and turns. It represents the connections you make when you embrace the journey, like a thread weaving people together. Initially, I envision it as a logomark paired with a logotype, either custom-made or derived from a typeface. After several attempts that don't quite hit the mark, I arrive at an idea that is going to become the foundation for all the work I will do digitally to refine the logo to its final form.

THE PROCESS

Final result

A custom-made geometric wordmark that blends innovation and tech vibes with a playful edge. Its bold, sturdy design stands out, while soft, rounded curves add a sense of approachability.

VISUAL LANGUAGE

Typography & Colour Palette

For the stand-out colour I am going for Electric Indigo. Sitting between blue and violet on the color wheel, indigo combines traits of both, resulting in a colour that is calm, methodical, and creative at the same time. As to the typography, for both headings and body text I am choosing Source Sans 3, because it reinforces the blend between professional efficiency and a friendly touch, that other sans serif typefaces usually do not have.

MOCKUPS

The visual identity in action

It is time now to work on some mockups and bring the visual identity to life one of my favourite parts of the design process. An illustration of tangled thread may work perfectly in the background of a laptop, while a branded water bottle is great in showcasing the visual identity on a physical object, especially in case merch will be made for the brand. Finally, two more laptops with the landing page - in light and dark mode - I designed for Binder as they go through the market-fit phase while bring investors together.